To preserve, pass on and promote Daxi’s folk culture, the Ecomuseum first established brand positioning for this iconic festivity with a museological approach: it combined “Daxi” and “Daxi” in a homonymic fashion to draw focus to the festival site and the birthday of a deity, defining it as an immersive urban jubilee experience enjoyed by the gods and mortals, and highlighting it as an extension and reimagining of “festive culture in real life.” In so doing, the Ecomuseum integrates tourism itineraries with local festivities to encourage public engagement. The end-result is a sustainable, community-based festival brand steeped in Daxi’s town-wide celebration of June 24.